Expanding the community frontier

Every interaction as a valuable point of contact

The evolution in the philosophy of care requires us to adopt an even more inclusive definition of the figure of the user; we must consider as such any person who, directly or indirectly, enters the orbit of our services, facilities or corporate philosophy.

This means that the perceptive process begins long before walking through a door or sending an e-mail.

If someone reads a newspaper article about our company's sustainable practices and forms an opinion about it, their mind has already interacted with our ecosystem.

From the moment they internalize our identity and our principles, they enter our circle of influence and we must assume them with the same respect and responsibility that we would give to our most frequent and historical visitor. Every point of friction, no matter how small it may seem, builds global reputation.

Creating organic brand advocates

The impact of this expansive vision lies in understanding that genuine interactions forge indestructible partnerships that transcend spreadsheets.

There are individuals who, without ever having spent a dime on our services, become the most passionate and vocal advocates of our mission.

They volunteer to rave about our exemplary treatment in their social circles, digital networks and casual conversations.

This phenomenon shows us that categorizing the importance of people based on profitability metrics is a fatal strategic mistake.

The current paradigm requires us to think about forming supportive networks and spaces of belonging.

By welcoming all stakeholders to our core purpose, we cultivate a legion of invaluable ambassadors who will execute the most honest, credible and caring outreach work imaginable.

Summary

Anyone who interacts with our staff or recognizes our corporate identity should be considered a legitimate user. Initial eye contact generates highly relevant perceptions.

Those individuals who recommend our services, even if they have never purchased anything, represent an invaluable asset. Their voice amplifies our social prestige in a completely organic way.

We must stop prioritizing exclusively the immediate monetary transaction. Thinking in terms of a supportive community guarantees the creation of loyal ambassadors for our main cause.